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How To... Make Authentic Brand-Sponsored Entertainment

Three top tips from Rupert Maconick, founder and executive producer at Saville Productions.

The advertising world is changing. Brands are shifting away from traditional marketing approaches and searching for authentic ways to connect with consumers.

The first thing most brands try is branded content. The results are almost never any good, because most pieces of branded content are simply long ads. Product placement is equally problematic for brands, because most product placements distract from the story being told on-screen. 

"With the right approach, almost any brand can entertain consumers with…to continue reading please subscribe now

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